Everyone who's ever been on the lookout for a good deal knows that price is one thing, but value is another. Cheaper isn't always better; some things that cost more are worth it. That's especially true when it comes to medical treatment, where "one size fits all" and "cheaper is better" are very bad models. Sure, research studies can effectively answer the question of how the average person will respond to a particular course of treatment. But you can only obtain such an average by measuring individual responses, which vary tremendously. The "best" treatment for a particular patient can't be...